France Fines Boohoo €2.3 Million Over Misleading Discounts

France’s consumer watchdog has fined British fast-fashion retailer Boohoo €2.3 million ($2.69 million) for deceptive practices, including misleading discounts and improper product labelling.

The Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) said 40% of the promotions it examined were not genuine price reductions, while 7% offered smaller discounts than advertised. In 48% of cases, the promotional pricing actually represented a price increase. The regulator also found Boohoo used terms such as “leather” and “suede” for synthetic products, breaching French labelling rules.

The penalty comes as France intensifies scrutiny of online fast-fashion platforms, particularly Chinese retailers Shein and Temu. French lawmakers passed an anti-fast-fashion law in June that introduces fines targeting what they describe as “disposable” clothing, increasing pressure on online retailers to adopt more transparent pricing and marketing practices.

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